Aged Care
Background
Ozcare is a leading not-for-profit provider of health and human services. Based in Queensland, they currently operate from 40 locations and offer numerous services from residential aged care and day respite centres to home care assistance and retirement villages.
Supporting family members and vulnerable members of the community is essential for Ozcare. They needed to ensure their business profiles online were up-to-date and accurate for loves ones to be able to contact their facilities, as well as connect with their elderly family members. Even prior to the impact of COVID-19 on the Aged Care industry, it was essential their services were correctly displayed with consistent information.
The Challenge
Up until 2018, Ozcare were manually managing their 30+ locations online. By conducting regular audits of their digital presence, they kept a manual log to track and update all their Queensland locations. It became very apparent that their main profiles were standardised, however profiles that they did not set up or manage would pop up on other platforms with incorrect details, old branding and imagery.
Sarah Chapman – Group Manager Brand & Communications, advised she runs a very lean and agile marketing team. As resources reduced, they needed a solution that would sit in the background, keep their core business information consistent and most importantly wasn’t onerous to update. With Ozcare acquiring new sites over the last few years, being able to set up each new location quickly and easily was essential.
The Solution
Working with Ravin, their White Pages Key Account Manager, Ozcare was one of the first large multi-location businesses in Australia to start using White Pages Connect. Ozcare has been using White Pages Connect since 2018.
They were able to capture and verify their Google My Business (GMB) listings, establish Bing Places and manage information across over 20 directories and social sites. The White Pages Connect platform has become a central source of truth for their printed listings, as well as other industry-specific sites.
“White Pages Connect has been a great way to get everything right and feel comfortable knowing it continues to work in the background. The platform is intuitive to use, easy to access and the updates occur in almost real-time. As locations offer new services, we can update the information quickly and know that it will publish across lots of listings”
Sarah Chapman
Group Manager Brand & Communications
The Results
For Ozcare, the biggest impact is operational. With a small and agile marketing team, having White Pages Connect has proven to be a tool that is essential in helping them manage their reputation and online details efficiently and effectively. This means the team can focus their efforts on other marketing activities with the peace of mind that their online information is under control.
We compared three months of data from Q1 July 2019 – September 2019* with July – September 2020.
+39%
Increase in Visibility and Impressions in Google Search and Maps.
+44%
Increase in Search Queries in Google Search and Maps.
+5%
Increase in clicks on profile in Google Search and Maps.
*Results from quarterly business performance report Q1. Data pulled 6th October 2020 for the period. Performance results are not mutually exclusive and can also be attributed to an integrated digital strategy including organic, owned and paid advertising activity from Ozcare.
